Form 4: MediaAlpha CRO Keith Cramer Sells 10,000 Shares

MediaAlpha Chief Revenue Officer Keith Cramer sold 10,000 shares of Class A Common Stock to cover tax obligations.

Summary

• Chief Revenue Officer Keith Cramer sold 10,000 shares of MediaAlpha, Inc. (MAX) Class A Common Stock.
• The transaction occurred on April 15, 2026, at a weighted-average price of $9.6806 per share.
• The sale was executed under a pre-established Rule 10b5-1 trading plan.
• Following the sale, the reporting person retains beneficial ownership of 296,754 shares.

Sentiment

Score: 5

Explanation: StockSavvy.ai views this as a neutral event, as the sale is clearly identified as a tax-related liquidity event executed under a pre-existing plan.

Positives

• The sale was conducted under a pre-arranged Rule 10b5-1 plan, indicating the transaction was not based on non-public information.

Negatives

• Insider selling can sometimes be perceived negatively by retail investors as a signal of management sentiment regarding future stock performance.

Risks

• The sale was specifically executed to cover tax liabilities associated with the vesting of Restricted Stock Units (RSUs), which is a standard liquidity event for executives.

Future Outlook

No forward-looking guidance or operational outlook was provided in this filing.

Management Comments

• The sales reported were effected pursuant to a Rule 10b5-1 trading plan previously adopted by the Reporting Person primarily to cover taxes resulting from the vesting of RSUs.

Industry Context

StockSavvy.ai notes that executive stock sales to cover tax obligations upon RSU vesting are routine corporate events and generally do not reflect a change in the executive's long-term outlook on the company.

Comparison to Industry Standards

• The use of Rule 10b5-1 plans is the industry standard for executives to sell shares while avoiding potential insider trading allegations.

Stakeholder Impact

• Minimal impact on shareholders as the sale was pre-planned and represents a small portion of the executive's total holdings.

Next Steps

• No future actions or milestones were mentioned in this filing.

Key Dates

Keywords

MediaAlpha, MAX, Insider Trading, Form 4, Keith Cramer, Stock Sale